An Appetite for Growth
Testing new concepts has helped Cryer Creek Kitchens broaden its customer reach.
Calculated Risks
Today, Cryer Creek Kitchens boasts a customer list of 40,791 12-month buyers, and mails five to seven catalog campaigns a year, depending on its appetite for off-season mailings, which is anything outside of the fourth quarter. The frequency with which Cryer Creek Kitchens profitably can mail these customers is based on recency, frequency and monetary segmentation. The best customer segments within the Cryer Creek Kitchens database get eight contacts, while lesser-performing segments may receive just two to five contacts. Response to customer mailings averages a healthy 10 percent.
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